#422 - Brands are Built With People Not Products
Selling on Amazon with Andy Isom
Andy Isom
4.9 • 816 Ratings
🗓️ 18 May 2025
⏱️ 8 minutes
🧾️ Download transcript
Summary
Most sellers obsess over product features, but the best brands in the world aren’t built on what they sell—they’re built on who they connect with.
In this episode of Built By Business, I break down why your product isn’t your brand—and how to leverage people, partnerships, and storytelling to create something that lasts. From Gymshark’s influencer strategy to Nike’s use of iconic athletes, the pattern is clear: brands grow when people lead the narrative.
I also share tactical strategies you can implement right now—whether you're a solo founder or running a full team—to build a stronger presence, drive branded searches, and win in a crowded marketplace.
All my resources can be found right here: www.andyisom.com
Transcript
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| 0:00.0 | I used to think that having the best product was all that mattered until I saw a billion |
| 0:04.1 | dollar brands built off basic hoodies and shoes just because of who was wearing. |
| 0:12.0 | Welcome back to Built by Business. I'm Andy Isam. And today we're going to talk about how |
| 0:19.9 | great brands are built around people, notam. And today we're going to talk about how great brands are built |
| 0:21.2 | around people, not products. But first, I want to do something a little bit different. It is Sunday |
| 0:26.9 | today. Happy Sunday. I wanted to share a quick Sunday quote with you guys. This is from President |
| 0:31.6 | Spencer W. Kimball, a former president of the Church of Jesus Christ of Latter-day Saints. He said, no pain that we suffer, no trial that we experience is wasted. |
| 0:41.7 | It ministers to our education, to the development of such qualities as patience, faith, |
| 0:46.5 | fortitude, and humility. |
| 0:48.3 | All that we suffer and all that we endure, especially when we endure it patiently, builds |
| 0:52.3 | up our characters, purifies our hearts, |
| 0:54.7 | expands our souls, and makes us more tender and charitable, more worthy to be called the |
| 0:59.9 | children of God. Greatest brands of all time are built around people, not products. Because the |
| 1:06.5 | product isn't enough anymore. You can private label almost anything in 24 hours. You can access |
| 1:12.8 | thousands of suppliers and factories at your fingertips around the world. Search millions of |
| 1:19.0 | different products and slap your own brand name or even differentiate and customize the products. |
| 1:24.1 | If you go on Amazon, there's a hundred different garlic presses. There's 50 different |
| 1:29.0 | brands of milk frothers. And if we're just talking consumer goods in general, think about how |
| 1:33.9 | many clothing brands there are. Seth Godin once said, the product is the souvenir of the brand |
| 1:39.5 | experience. And as Amazon and other online marketplace platforms start to get more and more saturated, people |
| 1:46.6 | are going to click more and more on the products and brands that they recognize and trust. |
| 1:52.5 | One of my favorite recent success stories in the world of branding and e-commerce is the brand |
... |
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